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EU087: Growing Your Email List with Brian Whalley

Kevin and Jason discuss their experience of attending a conference at Klaviyo in Boston and the amazing insight they gained. They are joined by Brian Whalley, Director of Product at Klaviyo.

The guys start the episode by praising the corporate culture at Klaviyo, the friendliness of its employees, and their dedication to their work. They follow up by thanking you, the listeners, for making this podcast possible and for your devotion, involvement, and interest in our topics, especially regarding Klaviyo.

Kevin mentions how Klaviyo does not simply focus on email marketing but also on data science leading to predictive analysis.

Kevin and Jason sit down with Brian and discuss his presentation they attended earlier regarding growing email lists and strategies to do so. Brian explains approaches to pop-ups and fly-outs that exhibit the most desired results and marketing effects. Brian also emphasizes the importance of collecting preference information in order to gain a better insight on the needs of your consumers and grooming for future marketing material. This brings the discussion to Klaviyo’s practical feature of allowing to share certain material with a specific group of your customers, allowing for a more personally catered experience, leading to higher marketing effectiveness.

Jason underlines the importance of the quality of the emails and the value of email lists in regards to converting subscribers to customers. This allows for a more meaningful connection that is prone to elicit a reaction from your consumer base. It is also important to understand that not every demographic will respond equally to a particular campaign. It is recommended to test and deeply understand the effectiveness of your strategies on specific segments.

A meaningful connection does not necessarily need to be created by discounting your product. This can be achieved by sharing insight into your company, the direction you are heading, and the value you bring to the consumer. Brian mentions a useful strategy can include finding the pockets of customers with higher purchase frequencies or values, leveraging that audience, find similar customers, and other ideas.

Jason mention’s Klaviyo’s flow library, and how it has helped him in his personal experiences. Brian elaborates on how this feature assists users in creating better strategies and automations that have more effective content.

The guys discuss the effect of mobile browsing on the pop-up and fly-in strategies and how to adapt to different criteria that can be set. Finally, Brian mentions the advances in the platform over the past year and gives a glimpse into where the company is going.

In conclusion, growing your email-list is important, but improving the quality of your list is key. There are very useful features in the Klaviyo platform that lets you take full advantage of the data associated with your consumer base and the strategies to use this data in an effective plan.

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